Urban List research highlights ‘Tour Tourism’ opportunities for brands  

As travellers retract from traditional tourist attractions, the pull of mega events is reshaping tourism and providing an opportunity for brands to connect with highly engaged and motivated audiences.

As part of a showcase into this trend, Urban List has launched ‘Sound Trek’—an interactive deep dive into exactly how the phenomenon is gaining traction across New Zealand, Australia, Singapore and beyond.

The lifestyle publication spoke to more than 4,000 readers about their tour tourism experiences and intentions, including just how much they plan to spend on their next ‘trek.’ 

The research found a lack of live music, travel and events over the past few years has sparked a wave of ‘revenge spending’ among consumers eager to make up for lost experiences. 

Sophia Wilcox, Head of Brand & Culture at Urban List, said “The convergence of music, travel, and digital storytelling offers a compelling narrative for brands looking to forge lasting connections. Sound Trek is not just a trend but a cultural movement, providing a soundtrack to the stories we live and share.”  

In response to the research, the lifestyle publisher has also released a suite of new digital solutions specifically for brands looking to connect with this high spending audience. 

Urban List Chief Commercial Officer, Jacqui LaBrooy added, “in exploring this new opportunity, marketers can think beyond traditional sponsorships. Forging unexpected partnerships and leveraging digital platforms like Urban List to co-create content for extended engagement can amplify brand visibility and resonate deeply with these high spending audiences long before and after the show or trip.”

LaBrooy concluded, “Our digital event guides are designed to help travellers know exactly where to eat, stay and play while they chase beats, trail teams, cross borders and make sporting pilgrimages across the globe. It’s a new digital solution for brands looking to reach this audience with highly effective, light touch branded content.” 

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